This book investigates the processes and products of the language work of social media influencers (SMIs) and copywriters in the advertising industry.
This book investigates the processes and products of the language work of social media influencers (SMIs) and copywriters in the advertising industry.
Olivia Droz-dit-Busset examines the mediatised discourses, metadiscourses, and working processes of SMIs and copywriters, exploring how SMIs might be considered as “new-generation” copywriters. The volume makes the case for not only exploring the advertising textual products created by these wordsmiths (i.e. relatively elite language workers) but also the underpinning workflows behind them. In doing so, Droz-dit-Busset reveals how SMIs’ and copywriters’ strategic use of frame-shifting, voice work, and professional labelling illuminates broader transformations in how language work and labour more generally, is valued, organised, and legitimised in contemporary digital economies.
This essential volume will appeal to scholars in sociolinguistics, digital media studies, and professional communication, as well as practitioners interested in understanding how new forms of language work are reshaping traditional advertising and marketing practices in the social media age.
Arvustused
"In this timely and engaging book, Olivia Droz-dit-Busset examines the language work of social media influencers and the communicative practices that underpin contemporary digital promotion. By linking close analyses of discourse with wider questions of digital labour, the book offers fresh perspectives on influencer culture and the evolving relationship between language, identity and work in platformed environments."
- Prof. Alexandra Georgakopoulou, King's College London
1. The language work of social media influencers: Political and symbolic
economies,
2. Claiming Creativity: Social media influencers as new-generation
copywriters,
3. Corporate ventriloquism in advertising and influencing,
4.
Frame-shifting in social media influencer advertising,
5. The shifting
landscapes of (language) work,
6. References, Index.
Olivia Droz-dit-Busset received her PhD in Language and Communication from the University of Bern, Switzerland. She has since taken on a role at the University of Teacher Education Bern where she teaches continued education courses about the impact of social media on users, manages cantonal school development projects and is starting research on political education and debating culture in the Swiss school system.
